In February, the game was forecasted to reach 1.7 million subscribers by the end of the financial year, but now the forecast has dropped to 1.25 million subscribers.

An analyst, Doug Creutz, thinks that EA's latest marketing around the title – providing new offerings for trail subscriptions, free periods, and other such incentives – point to the company itself realising that the original forecasted numbers aren't getting there.

"We believe that the apparent decline in subscribers is most likely due to a lack of 'end-game' content for the title, meaning that players who hit the level cap have few compelling options in terms of ongoing game play," he says. "While the game got off to a good start, the relatively light amount of end-game content does appear to be taking a toll."

EA is looking to address the end-game issue, as Creutz, through recent updates but it appears momentum has stalled.

"We believe that the apparent decline in subscribers is most likely due to a lack of 'end-game' content for the title, meaning that players who hit the level cap have few compelling options in terms of ongoing game play," he says. "While the game got off to a good start, the relatively light amount of end-game content does appear to be taking a toll."

EA is looking to address the end-game issue, as Creutz, through recent updates but it appears momentum has stalled.